jwc研究：印度与非洲将成会展业下一轮增长极，但场馆容量面临挑战

India and Africa are emerging as two of the event industry's most promising growth markets, but their trajectories are markedly different.

India is already experiencing demand well above pre-pandemic levels, with organizers expanding existing shows and international companies entering through acquisitions and partnerships. Africa is building momentum from a much smaller base, with Egypt and Kenya leading growth and Ethiopia attracting attention as a potential business-events hub.

Both markets are projected to outperform established exhibition destinations through 2030, according to research by exhibition industry consultancy jwc, presented by Jochen Witt at the UFI Global Congress.

Global net rented exhibition space is projected to grow at a compound annual rate of 2.2% through 2030. India is expected to grow approximately 8.2% annually, while Africa is projected to expand by 3.9%.

By comparison, Europe is expected to grow about 1% annually, North America 1.5%, and China approximately 3.5%.

“Demand in India is already well ahead of 2019: net space was at 117% of 2019 in 2025, against 94% for Asia-Pacific as a whole,” said Witt.

India Is Becoming an Exhibition Powerhouse

The country is expected to remain the fastest-growing major economy through 2030, according to projections from the International Monetary Fund. Manufacturing is expanding as companies diversify supply chains away from China, while a large, young domestic workforce is creating new consumer and business markets.

The Indian government has also begun recognizing the economic importance of business events, investing in exhibition infrastructure including Bharat Mandapam and Yashobhoomi in Delhi.

“We expect the Government's next step will be a focus on further expansion and bringing venue quality up to international standards,” Witt said.

Delhi, Mumbai, and Bengaluru are India's leading exhibition markets, while secondary destinations are emerging as organizers look for additional capacity.

India's exhibition revenue has reached 133% of its 2019 level, compared with 117% for net rented space. Revenue is projected to grow 10.4% annually through 2030, outpacing the 8.2% projected growth in exhibition space.

Revenue per net rented square meter currently stands at approximately $217 in India, compared with $389 globally and $612 in North America.

That gap suggests organizers could generate substantially more revenue as the market matures, provided infrastructure and service quality keep pace.

Africa's Opportunity Is Larger Than Its Exhibition Market

Africa represents approximately 1% of the global exhibition market, but its economic and demographic fundamentals are creating opportunities for expansion.

Urbanization, infrastructure and energy investment, a young population, and the gradual implementation of the African Continental Free Trade Area are expected to stimulate cross-border trade and increase demand for business events.

Egypt and Kenya are currently among the continent's fastest-growing exhibition markets. Both are projected to grow approximately 5% annually in exhibition space and 7% in revenue.

Egypt's exhibition space has reached 120% of its 2019 level, while Kenya has reached 131%.

South Africa remains the continent's largest individual exhibition market, but its growth is more modest. Exhibition space is projected to expand approximately 1.5% annually, and the market remains at 92% of its 2019 level.

One destination Witt believes deserves particular attention is Addis Ababa.

Addis Ababa's international air connections could position Ethiopia as an important business-events hub, Witt said. But the city needs additional exhibition capacity and internationally competitive venues to capitalize on that advantage.

The continent is also gaining visibility in the broader business-events sector. The International Congress and Convention Association (ICCA), which just concluded its annual congress in Panama City, will bring its 2027 gathering to Kigali, Rwanda, showcasing the destination to international association decision-makers.

Venue Capacity Is the Biggest Threat to Growth

The most immediate obstacle facing both markets is a mismatch between exhibition demand and available venue infrastructure.

In 2024, India accounted for less than 4% of Asia-Pacific's exhibition venue capacity but generated approximately 8% of the region's net rented exhibition space.

Each square meter of Indian exhibition hall space was sold roughly four times during the year, more than twice the Asia-Pacific average.

The pressure is similarly pronounced in Africa. Kenya's exhibition halls were sold approximately five times annually, while Egypt's were sold about 3.6 times.

But the challenge extends beyond the number of available square meters.

Witt said some Indian venues outside Delhi, Mumbai, and Bengaluru do not yet consistently meet international expectations. Limited hotel inventory near exhibition venues, last-mile transportation challenges, and shortages of experienced event operations teams can also complicate event planning.

Africa faces a broader set of infrastructure challenges, including venue quality and quantity, experienced event professionals, international air connectivity, visa requirements, currency volatility, profit repatriation, and security perceptions.

South Africa already has established, high-quality venues, while Egypt is investing in expanding and improving its exhibition infrastructure.

“Across these destinations, a key threat to growth is venue capacity failing to keep pace with demand or being built in the wrong locations,” Witt said.

Against that backdrop, jwc and Exhibit Africa are launching the inaugural Africa Exhibition Forum in Nairobi, Kenya, on December 4–5. The gathering at the Sarit Expo Center will focus on the infrastructure investments and industry partnerships needed to support exhibition growth across the continent.

International Organizers Are Buying Their Way Into Growth Markets

International exhibition organizers are increasingly looking to acquisitions and local partnerships rather than building entirely new events from scratch.

Recent examples include Messe Stuttgart India's acquisition of the Cable & Wire Fair in May 2026. The exhibition attracted 424 exhibitors, including 89 international companies.

In Africa, Informa Markets signed a memorandum of understanding with Egypt's Unified Procurement Authority to co-organize and expand Africa Health ExCon.

Montgomery consolidated its African operations under Montgomery Group Africa in September 2025, bringing together more than 50 events across 15 countries. Meanwhile, dmg events has built a pan-African portfolio through acquisitions dating back to 2016.

“The most common model is a joint venture or partnership with a local organizer or government entity,” Witt said.

He also pointed to growing interest among European companies in exhibition venue investments across Africa.

For international organizers, local partnerships can provide access to established audiences, industry knowledge, and government relationships that would take years to develop independently.

The Global Exhibition Map Is Changing, but Not Yet Rebalancing

India and Africa are expected to capture a larger share of global exhibition activity over the next several years. But the shift should not be confused with a transfer of market leadership.

Europe is still projected to account for more than one-third of global net rented exhibition space in 2030, with approximately 45 million square meters out of a projected worldwide total of 124 million.

India's share is expected to reach approximately 3.5%, while Africa's will be around 1.4%.

India ranks first among 33 markets in jwc's market attractiveness assessment, ahead of China and the U.S., based on market size and growth outlook. That ranking measures market potential rather than current exhibition market size.

“It is set to become a major exhibition market,” Witt said. “But becoming a global meeting point for entire industries takes a long time.”

The forecasts are not without risks. jwc's global growth projection assumes flat exhibition activity in 2026 amid geopolitical tensions, energy price pressures, and tariffs. Witt sees India's outlook as more resilient because of strong domestic demand, while Africa remains more vulnerable to infrastructure delays, currency volatility, and security disruptions.

However, prolonged instability in the Middle East could redirect some exhibition activity toward India and Africa.

Witt expects international organizers to continue investing in established exhibition hubs while increasingly following exhibitors into emerging markets.

“Exhibitors want to be as close as possible to their target markets, and organizers are responding to that demand,” he said.

For India, the opportunity is already materializing. For Africa, the next phase will depend on whether investment in venues, connectivity, and the broader business-events ecosystem can turn economic potential into a sustainable exhibition industry.